The initial panel at the MediaPost Email Insider Summit promises to focus on engagement as a major challenge in email marketing. It's been a hurdle for years, but there has been major movement in
the right direction, according to moderator Stephanie Miller of the DMA.
Katherine Youngblood from the InterContinental Hotels Group says data can allow understanding about how to create a better dialogue with customers.
Drew Price from IGN/Ziff Davis says the company is using dynamic content with newsletters to improve relevancy with customers. It also sent an email to
customers last year with a coupon to its gaming audience.
LivingSocial’s Alan Clifford says it will give
out promotion codes to a small group of devoted customers, hoping they will pass them along to friends. LivingSocial counts on that small group to be "social influencers."
Barnes & Noble's Alison Aguiar said coupons can also work. In some instances, it will email customers about, say, the 10th anniversary of a store with one of the deal
options.